- The Coca-Cola CompanyStrategic Research LeaderAGRICULTURESeptember 2015 - October 2015 (2 months)Project Aim: Understanding the impact of Coca-Cola´s marketing investing in sports events from a consumer vantage point. Do consumers really see your brand sponsorship? Is marketing in sports impacting both men and women? How to maximize your investment? What sports are up and coming? How to make sports marketing more brand-centric and not just generic sponsorship?The project consisted on answering these questions and making strategic recommendations for maximizing investment, understanding the sports young people feel more attuned to and that might offer more space for the brand. Campaigns were developed reducing investment by 30% and significantly improving brand relevance in sports events for both men and women.
- NestléMarketing Consultant/ResearcherAGRICULTUREJanuary 2011 - May 2016 (5 years and 4 months)Strategic recommendations on advertising pre-test for corporate and brand communications, Overview/market size and opportunities for Food Service in Latin American countries, consumer habits for food categories, innovation testing and similar, health changing habits and impact on diet and similar
- DIAGEOSenior Consumer Planner ManagerWINE & SPIRITSJune 2016 - January 2020 (3 years and 7 months)Leader of MBPs (Marketing Business Plans) for some Diageo Latin rums and other brands and categories
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- Master of Science in Consumer PsychologyUniversity of Exeter, UK2004Consumer psychology